To promote The New York Times’ newly launched dynamic video destination, Work-Order created two distinct promotional campaigns for two different media buys. In both cases, we strove to communicate the breadth, diversity and surprising nature of the Times’ video content.

Each of these campaigns was designed to be easily updated by the Times’ in-house team in mere minutes, while maintaining a consistent level of elegance and simplicity.

Wordplay as strategy

For this curiosity-piquing campaign, Work-Order pulled titles from Times’ videos and juxtaposed two vastly different topics against each other. Driven by these headers, the creative was surprising and served to underscore the media brand’s vast range of content.

Cinematic elegance

For the second media buy, Work-Order created a series of compelling film trailers that put an inventive spin on the typical pre-roll ads. Bearing the Times’ campaign tagline “Beyond words,” the short films teased out the powerful storytelling found in the longer-form, cinematic documentary pieces. The video content was complemented by print and outdoor advertising that further emphasized the visual nature of the medium.